The use of testimonials in advertising is a marketing strategy that relies upon previously satisfied customers’ statements of approval to promote a product or service. In this lesson, you will learn what testimonials in advertising are, how they are effective, and where they might be found.
Testimonials in Advertising
To fully understand what testimonials in advertising are, you must first understand the terms ‘advertising’ and ‘testimony’. Advertising is the act of promoting a product or service, especially through the development and publishing of public announcements. Advertising lets the public know that your product exists.
A testimony is a statement given by a supporter approving a particular product or service.The use of testimonials in advertising is a strategy used to promote or market a product or service. Companies who utilize testimonials in advertising use previously satisfied customers’ statements of approval to endorse their product in television commercials, magazine advertisements, or even on billboards.
Example and Effectiveness
If you’ve ever seen a commercial that features Kirstie Alley providing her testimony for Jenny Craig, this is a perfect example of testimonials in advertising. Her story tells audiences of her experience with the brand and how their diet plans and food contributed to her weight loss.The use of testimonials in advertising varies by industry. Weight-loss products incorporate testimonials rather frequently because doing so has been shown to be a highly effective strategy within the market.
Potential customers who are shopping for a weight-loss product can be inspired and motivated to buy a product by looking at ‘Before’ and ‘After’ pictures of current users. Testimonials used as advertising tools can help customers relate directly to a product, feel more comfortable with making the purchase, and give them confidence in the success rate of their product.While using testimonials from previous customers is highly effective in providing product credibility, many brands choose to utilize celebrities’ testimonials to gain additional exposure. Celebrities, because of their fame, enjoy a fan base that translates as a potential customer base for retail companies.
This use of testimonials is particularly common for beauty products; female celebrities with flawless skin are happy to tell their fans exactly how they look so beautiful every day, with no effort at all.
There are a number of different ways to use testimonials in advertising. To say it a different way, there are a few different sources for testimonials that can be used in effective advertising. The following are some common providers of testimonials, or endorsements:
- Satisfied consumers or users – these are people who have bought and/or used the product, were happy with the experience, and provide their testimony to the brand, usually in exchange for compensation or future products.
- Celebrities – these are well-known individuals within their field of expertise who advertise on behalf of a company using their personal claims of success. Celebrities who provide advertising testimonials do so for products relating to the careers that made them famous. For example, sports professionals may advertise for protein or energy drinks, active wear clothing, or shoes.
They would not provide testimonials for diapers or perfumes.
- Experts – professionals who are well respected or well known in their field may lend their positive opinion of a product to be used in advertising. Examples of this include medical or beauty products such as toothpaste, skin lotions, or cosmetic procedures.
Other sources include organizations, third-party groups that recommend the services or products provided by a retail company, or even strangers who are trying a product for the first time on camera. The latter are often used by television commercials so that potential customers can witness persons new to the product use it for the first time and their reactions. Of course, these commercials are heavily edited to only show audiences positive responses.
The use of testimonials in advertising is a strategy used to promote or market a product or service; a testimony is a statement given by a supporter approving a particular product or service. Advertising is the act of promoting a product or service, especially through the development and publishing of public announcements. Companies who utilize testimonials in advertising use previously satisfied customers’ statements of approval to endorse their product in television commercials, magazine advertisements, or even on billboards.Testimonials in advertising give the customer proof that a particular product has been tried, tested, and approved. It gives the customer confidence in the product and gives the product legitimacy.
Sources for testimonials that may be used in advertising include satisfied customers, celebrities, experts, organizations, or strangers on the street who have never used the product before.